Table 1.

Local Sourcing Statistics, 2021 and 2022 Florist Surveys

What percentage of the flowers you used this year were sourced from local growers?

What percentage of your flowers would you like to source locally next year?

If you sourced flowers locally this year, from approximately how many growers did you source?

What do you feel are the benefits of sourcing flowers locally?

Would you be willing to pay more for locally sourced cut flowers? If so, what percentage over wholesale pricing?

What barriers do you currently face in sourcing local flowers?

What is the minimum number of bunches per flower you need weekly from a local grower to meet your quantity goals?

Has the availability of local flowers benefited your floral business?

In the next year, 25% of florists indicated that they would like to source more than 75% of their flowers locally, and another 54% would like to source at least some of their flowers (less than 50%) from local growers. Overall, the number of florists willing to pay a premium for local flowers increased between 2021 and 2022 (those not willing decreased from 34% to 23%). The florists willing to pay premiums from 11%–20% increased from 6% to 10%. Flower quality in terms of vase life and unique selection were the primary reasons florists sourced locally. Lack of inventory (quantity) and lack of the varieties or flowers needed were the main hurdles florists noted in sourcing locally. However, the vast majority (68% in 2022 and 78% in 2021) of respondents felt that the availability of local flowers had benefited their business.

flowers annually, while 30% spent more than $60,000 annually. Figure 1 illustrates the flower types/varieties that florists would like to source locally. The larger words indicate higher preferences, with dahlia in greatest demand, and delphinium, garden roses, lisianthus, ranunculus, snapdragon, scabiosa, zinnia, and seasonal flowers (e.g., tulip, sunflowers) also in demand Figure 2 shows the flower colors that florists have difficulty finding wholesale, with blue, white, brown, coral, and gray the most difficult to find.

In 2022, additional survey questions found that florists (52%) would primarily need only one flower delivery a week, but 30% would likely need two deliveries weekly (see Table 2). Close to half of the florists would need flowers all year long, and another 43% would need them all summer long. A third of florists (32%) spent $30,000 or less on

Florist Preferences, 2022 Florist Survey

How many flower deliveries would you need weekly from a local grower?

What time of year are you most likely to need cut flowers from a local grower?

What are your typical annual cut flower expenditures?

Table 3 shows the color trends expected by florists (i.e., the colors needed most), which include white and blush florals, followed by salmon, burgundy, peach/champagne, and pastel blues and lavenders. Colors trends change each year. The reduced emphasis on white and increased emphasis on gray in 2023 shown here illustrate trends Greenery can be expensive for florists to purchase from wholesale markets, and eucalyptus is in high demand. However, many indicated popular greenery options more readily grown in Utah, such as thornless raspberry or blackberry foliage, viburnum, honeysuckle, and ferns.